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A Primer On Digital Marketing in India (includes statistics, Digital Strategy, Social Media, Mobile Marketing from Ethinos Digital Marketing)

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This is a presentation starts with an overview of the Digital Marketing & Social Media scenario in India. It then moves onto what are some models that B2B companies can look at while doing their......

This is a presentation starts with an overview of the Digital Marketing & Social Media scenario in India. It then moves onto what are some models that B2B companies can look at while doing their own social media marketing, some best practices and learnings from thought leaders in who have adopted areas like social media, search engine marketing, mobile marketing , etc. early in the game. This was a presentation made to a group of marketing leaders at a NASSCOM event on 27th September, 2010

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  • 1. Digital Marketing Last chance to level the playing field
  • 2. Areas for discussion • Stats on the market & digital adoption • Framework for digital marketing for B2B companies • What role does social media play for B2B companies? Can Social Media be used for lead generation? Does Facebook make sense for B2B companies? • Mobile marketing • Case studies & ROI when it comes to digital marketing • The future of digital marketing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 3. “Digital Marketing is like teenage sex, everybody’s excited about it but very few people are doing it well”. Keith Weed Unilever Global , CMO Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 4. What is Digital Marketing? Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost- effective manner. - Wikipedia Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 5. Global Internet user Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 6. 671 million mobile connections and growing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 7. What Internet app do people use in India* • E-mail (94 percent users) • Downloading music (72 percent) • Instant messaging (56 percent) • Job search (56 per cent) • Social networking (54 percent) (Social networking market grew by 43 percent last year) • Information search (52 percent) • Watching videos (50 per cent) (Could be included as a part of social media pushing social media to the #2 spot) • Other popular activities include downloading wallpapers and screensavers and sending SMSes through the personal computer * Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 8. Market Size • Search & Display advertising to dominate spending • Mobile & Social media while small in size are growing at CAGR 27% & 34% • 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile separately) (15% of total budget of MNC’s) • Info is mostly anecdotal, based on small sample size, & lacking credible sources • 52% of marketers expect a major change in media mix towards digital & 92% expecting change** *Source Forrester Blog and WAT Blog **IMA – The CMO Perspective - Sample only 57 companies & skewed to MNCs Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 9. 90 Trillion emails sent in 2009
  • 10. 500 Million active Facebook Users 50% of whom login in a given day
  • 11. 133 Million The number of blogs on the Internet
  • 12. 26 Billion+ Tweets Sent on Twitter Since 2006
  • 13. 2 Billion Videos Are Streamed Each Day On YouTube
  • 14. LinkedIn 6 million the fastest growth location
  • 15. What Is Social Media? It’s word of mouth on steroids
  • 16. What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many) - Wikipedia The true democratization of content Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 17. Components of Social Media Social Networking Bookmarking / Tagging Linkedin / Facebook Helps people read or access / Myspace / Orkut more popular material Helps web ranking Publishing Sharing Blogging / Wikis, / YouTube Micro Blogging Flickr (Twitter) / Squidoo / Wikipedia TechRepublic.net & Bnet.com Slideshare.net / scribd.com Podcast.net ↑ Twitter grew 1300% & Facebook to 500 million Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 18. “Social Media Marketing: Enables Others to Advocate For Your Business Through Compelling Content”
  • 19. “Social Media Monitoring Collects Online Mentions for Measurement and Response”
  • 20. Free & Paid Social Media Monitoring Tools available
  • 21. “Company Blogs are Digital Publications that Allow Public Responses”
  • 22. Blogging and B2C and B2B Leads Source: State of Inbound Marketing Lead Generation Report -
  • 23. “Facebook is a social network that connects people personally and professionally through connections, messages, chat, sharing, photos, & videos.”
  • 24. Facebook Fan Pages Let Businesses Interact with Stakeholders (Customers, Prospects, & Potential Employees)
  • 25. “Twitter is like a Text Message with a BCC: To The World”
  • 26. Organizations Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.
  • 27. Social Media Can Rev up Leads Generation, Branding, & Engagement
  • 28. Social Media is for Leads and Sales Source: State of Inbound Marketing Report Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 29. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bi Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 30. STRATEGY FRAMEWORK Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 31. Methodology followed • Forrester Research’s POST methodology • Who is the audience you are trying to People engage for each of the 4 areas • What are we trying to accomplish – brand Objectives building, sales, employee retention, hiring Strategy • This will flow from the above two • Select tools and platforms that best align Technology with your social media strategy, objectives, & audience Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 32. Traditional Marketing Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 33. The World is changing Create attention Feedback loop built in Hello Long Tail Buy attention Loose control of your marketing Communication was one to many Pareto’s Principle Controlled Message Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 34. Match tactic mix to customer social profile • Publish a blog. • Publish your own Web pages. • Upload video you created . Creators • Upload audio/music you created. Groups include people • Write articles or stories, and post them participating in at least • Post ratings/reviews of products/services. • Comment on someone else’s blog. Critics one of the activities • Contribute to online forums. • Contribute to/edit articles in a wiki. monthly. • Use RSS feeds. • Add “tags” to Web pages or photos. Collectors • “Vote” for Web sites online. India is the • Maintain profile on social networking site. Joiners • Visit social networking sites. world’s largest body • Read blogs. of • Watch video from other users. • Listen to podcasts. Spectators • Read online forums. ‘Inactives’ – • Read customer ratings/reviews. Opportunity or threat??? • None of the above Inactives The Social Technographics® Ladder Courtesy Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 35. Assessing the impact of Social Media in B2B Tech Marketing Source Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 36. Usage of specific social media tools by B2B Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 37. Digital Marketing is always available it’s available when ever they want it, need it..
  • 38. Pay Per Click • Look beyond Google , Yahoo, & Bing (Twitter, SlideShare, Facebook, LinkedIn, etc.) • Testing • Pushing the envelope Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 39. How to advertise on Facebook 1. Choose your target 2. Test, Test, and test some more 3. Do your own tracking 4. Make your Ads pop Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 40. MOBILE MARKETING Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 41. Why Mobile? • Explosive growth in mobile in India and globally • Content in bite sized chunk • Improved used experience • Speed • Mobility & independence • Ubiquitous access Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 42. Types of mobile activities • Mobile / WAP Websites • Mobile Portal management (SMS & IVR) • Bulk messaging • Ad strategy • Mobile App & game development (In-game marketing) • M Commerce • Location based services Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 43. CASE STUDIES Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 44. IBM & its use of Social Media • Have had a social software for more than 15 years • Social Computing Guidelines • Masses of Communication not mass communication • IBM Customer Experience Suite – • Changes the way organizations collaborate • "The idea of getting the right person over the right time at the right opportunity and yield the right result was really important” Jeff Schick, VP Social Software Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 45. Lessons from Starbucks for B2B • Howard Schultz stated that Starbucks owes it all to Facebook, Twitter, and social honesty. • No deals or sales but relationships (long term lead nurturing) • Power of masses – agency for strategy – employees run the presence by sharing their experiences • PR tools to deal with complaints & squash rumors • Clients and fans as a source of ideas – MyStarbucks Idea.com - 80,000 plus ideas • Link with CSR initiative – who wants to know about another coffee – people connect with other people. (generally more members of the community & employees involved) Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 46. Answering the social phone • ExactTarget *Conference – client tweeting about the conference • Company monitors its feeds & decides to surprise him. • On arrival he received: – Registered badge – Surprise gift – Hotel reservations – Proposed itinerary for the event • Delighted customer happened to be a prominent blogger who spread the word *US based marketing software vendor Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 47. Salesforce & Social Media • Objective : Bring down costs by way of reducing number of rolled back changes • Strategy: Build a platform where user can submit and vote on specific product ideas • Result: Number of rolled back changes drastically dropped and number of features introduced went up by 50% on an year-on-year basis Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 48. What’s the future of Digital Marketing?
  • 49. We’re not in the business of keeping media companies alive. We’re in the business of connecting with consumers. Trevor Edwards, VP Global Brand & Category Management, Nike
  • 50. Trends in 2010 & beyond… 1. Social media begins to look less social – hyperactive / filtering / fatigue 2. Corporations look to scale 3. Social business becomes serious play 4. A social media policy (and it might actually be enforced) 5. Mobile becomes a social media lifeline 6. Sharing no longer means e-mail 7. True Integration across channels & Metrics Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 51. The future of digital marketing • Website Morphing • Project Natal’s technology applied to marketing applications Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 52. Recommendations • Focus on programs, not tactics. • Shift budget to digital, but measure the impact. • Understand audience and business outcomes to make online tools work. – Develop a listening practice. – Monitor the impact of social on awareness and pipeline. • Social media in B2B: create social programs with current customers in mind. • ROI & ROE Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
  • 53. Thank You Contact Details Siddharth Hegde Founder & Director LinkedIn: http://in.linkedin.com/in/hegdesiddharth Twitter: @siddhegde Email: siddharth.hegde@ethinos.com Mobile: +91 98202 17252 About Ethinos Digital Marketing Ethinos Digital Marketing is a boutique firm with unique hands on approach to helping clients with all aspects of Digital Marketing Strategy, Social Media Marketing, Search Engine Marketing (SEO & PPC), Branding & Design, Mobile Marketing and Email Marketing. Web: www.ethinos.com All company names, brand names, trademarks and logos are the property of their respective owners. Unauthorised duplication is prohibited.